Marketing and Sustainability or’ Green’ as some people call it, are difficult areas to combine. Brand management as a consequence will play a huge role in bringing this gap. This is an interesting article on how a company can do this successfully.
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Let’s start with a compelling fact: More than 90% of consumers feel that whether or not a company is green is important to their purchase decision. When research tells us that nine in ten of all Americans say they are influenced to buy (or not to buy) products based on the green credentials of the company producing those products, it is no wonder that companies are falling over themselves to “go green” as fast as they can.
Sure, it’s tempting to be seduced by the research and apply our creativity to connect the brands we represent with the overwhelming evidence that green marketing isn’t just good business, it’s a public mandate. But it’s not — the mandate is to build the trust. Gone are the days when companies could talk the talk without walking the walk. Inquisitive consumers don’t just feel good about buying products from a known brand icon, they now also want to buy products from a company whose environmental practices they can feel good about.
Read the complete article here:
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=123989
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